Does Quid Have The Most Pretentious Website of Any Startup Ever?

The overly ornate website copy of investment trends startup Quid (tagline: "Mapping the world's technologies" ) has now become a subject on Quora , and is therefore famous enough to warrant objective analysis. So here goes ... First of all I literally spat out my morning coffee when I saw the header "Our Secondary Typeface." Secondary typeface!? How about a primary business model?